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Modern CRM Dashboards & Reports For Your Business – Examples & Templates

CRM dashboards by datapine

Niche or industry aside, there’s little doubt that your customers are the beating heart of your entire operation. To ensure that your customer-facing communications and efforts are constantly improving and evolving, investing in customer relationship management (CRM) is vital.

To win on today’s increasingly cutthroat digital battlefield, addressing your customers’ most pressing needs, behaviors, goals, and preferences while offering direct solutions to their biggest pain points will push you ten steps ahead of the competition. CRM software is the vessel that will get you there.

With a powerful dashboard creator, you can optimize every aspect of your customer relations across touchpoints to maximize your performance, boost your service levels, and, ultimately, grow your business.

To put the power of CRM software (or customer relationship management dashboard software) into a living, breathing, real-world perspective, we’ll explore CRM dashboards in more detail, review examples of CRM metrics and KPIs, and discuss how to use CRM dashboard software to your business-boosting advantage. 

Finally, we will show you real-life examples so you can get a visual overview and a clearer picture of the points discussed in this article. 

Let's start by answering the question, ‘What is a CRM dashboard?’

What Is a CRM Dashboard?

A CRM dashboard template depicting the number of contracts closed, average contract value, contact rate per weekday, etc.

A CRM dashboard is a centralized hub of information that presents customer relationship management data in a way that is dynamic, and interactive, and offers access to a wealth of insights that can improve your consumer-facing strategies and communications.

Additionally, CRM dashboard tools provide access to insights that offer a concise snapshot of your customer-driven performance and activities through a range of features and functionalities empowered by online data visualization tools.

At its core, CRM dashboard software is a smart vessel for data analytics and business intelligence - digital innovation that hosts a wealth of insightful CRM reports. 

What Is A CRM Report?

A CRM report is a management tool that unifies sales, marketing, and customer support data to strengthen your customer relationships. They exist inside CRM dashboards that connect your insights in a way that will make your CRM analysis interactive, focused, and efficient. 

A CRM report is the presentational aspect of customer relationship management. By working with visual key performance indicators (KPIs) and a mix of interactive charts and graphs, you can use an online dashboard to spot trends that will empower you to develop CRM strategies that will build trust as well as brand loyalty on a sustainable basis.

Your Chance: Want to build professional CRM reports & dashboards?
Explore our modern dashboard software for 14 days, completely free!

Top Benefits of CRM Reporting

Top Benefits of CRM Reporting: 1. Better decision-making, 2. Increased insights, 3. More engagement, 4. Consistent performance, 5. Maximum access & efficiency, 7. Innovation impact

Now that we’ve looked at the fundamentals of CRM dashboards and reports, let's explore the business-boosting benefits of data-driven customer relationship management dashboards in more detail.

1. Better decision-making 

CRM reporting tools will empower you to make quicker, more informed decisions based on robust, reliable visual data.

By being able to perform quality KPI tracking, you’ll transform raw metrics into insight in real time. Improved decision-making will not only make you more adaptable to change but also streamline your customer service operations while reducing the time as well as cost-draining inefficiencies.

2. Increased insight 

CRM reporting software offers you in-depth insights based on historic, predictive, and “in the moment” data.

The digestible visual insights served up by CRM dashboards will empower you to spot emerging trends, identify strengths and weaknesses, and ultimately, meet the needs of your customers head-on.

3. More engagement

One of the top benefits of CRM analysis is effective campaign tracking. When done correctly, it will enable you to compile relevant information related to your customer's behaviors and preferences in different touchpoints and understand if your marketing initiatives are effective.

By doing so, you can meet your customers where they are most engaged, and deliver messaging, offers, deals, discounts, suggestions, and solutions that are likely to result in increased customer loyalty as well as brand advocacy.

These types of conclusions can be reached with the help of attribution modeling. A practice that allows you to understand which campaign channel is more effective for your customers by tracking metrics like the last interaction, last non-direct click, and linear attribution, among others.

4. Consistent performance 

CRM analysis allows you to set actionable benchmarks while monitoring your performance in various areas with pinpoint accuracy. 

With the right CRM analysis report, you can keep building on your customer-facing activities consistently, improving your brand reputation while acquiring—and retaining—droves of new customers.

5. Maximum access & efficiency

As CRM technologies are centralized (you can access a wealth of consumer-centric insights from one platform) and accessible to everyone in the business, you will give your company the tools to win through the power of data analytics.

With CRM reports, you can give everyone in your customer service department the tools to improve their performance with analytics. And when you do that, communication will improve, productivity will increase, and you will be able to benefit from the power of business intelligence (BI), 24/7.

6. Innovation impact

When using a CRM dashboard tool, you are fostering a culture of customer service innovation. 

Many businesses make the mistake of seeing marketing and customer service as a series of clinical transactions. But if you can think outside the box, dazzle customers with your service, and develop messaging that offers real value, you will push yourself ahead of the pack. CRM technologies will enable you to do just that.

“Data are just summaries of thousands of stories–tell a few of those stories to help make the data meaningful.” – Chip & Dan Heath

How to Create Quality CRM Reports?

Top 10 tips and best practices to create quality CRM reports

Now that we have a basic understanding of these CRM analysis tools, it’s time to consider how to make them, alongside some basic steps to follow. Here, we delve into the best practices, approaches, and methods that will enable you to make your CRM dashboard tools work for your business.

1. Use professional CRM reporting tools

To build your initiatives on solid foundations and squeeze every last drop of value from your data-driven insights, working with the right BI reporting tools is essential. No exceptions, no compromises.

A dynamic KPI dashboard will form the very foundations of your analytics initiatives. When you’re looking at how to make them, it’s vital that you understand the importance of robust CRM reporting tools.

Professional CRM technologies are interactive and customizable, and offer a wealth of potential when it comes to telling an effective story with your data.

From a customer relationship management perspective, CRM dashboard tools offer a wealth of invaluable metrics at a swift glance, making it tailor-made for responsive decision-making.

Not only does a CRM reporting tool like datapine provide a priceless snapshot of key customer-facing metrics, but 24/7 access to data-driven insights across a choice of devices, including tablets and smartphones.

2. Align your goals and objectives

When using the right CRM reporting tools, you should start by taking a long, hard look at your business’s core customer-facing goals and objectives.

Do you want to build social media engagement? Are you looking to increase existing customer loyalty? Do you want to make your content marketing campaigns more focused or streamline your customer service expenditure? Think about what you want to do and why you want to do it.

Once you’ve aligned your consumer-based aims, goals, and objectives, you’ll be able to select the best KPIs for the job - visualizations that will breathe life into your CRM dashboard design.

To inspire your customer relationship management report for managing your metrics, explore our cutting-edge selection of KPI examples.

3. Consider your audience

When building any type of quality report, thinking about the audience is a fundamental step toward success. By generating them with their needs in mind, you will make sure that every user can extract the maximum potential from the process. This is especially true when it comes to CRM, as this discipline includes several business departments and stakeholders that will need this info for different purposes. Some of these key players include: 

  • Sales: The sales department uses CRM dashboards to monitor the business pipeline and prioritize the most relevant leads and opportunities. With the help of the right online data analysis tool, the team can track individual agents' performance, lead progress, as well as accurate sales forecasts. 
  • Marketing: The marketing portion of CRM covers all aspects related to lead generation. CRM reports for the marketing department should include metrics such as email clicks, lead sources, and campaign development. They use all this info to improve conversions.  
  • Customer Support: The support team can benefit from these tools by getting insights into the ticketing workflow. Their efforts should include metrics such as the average ticket response time or how many tickets are currently in the pipeline. Through this, they can get a bigger picture of performance and ensure an excellent customer experience. 
  • C-Level Executives: Last but not least, c-level executives benefit from CRM reports by getting a 360-view of everything related to customer relationships. They don’t need to go into detail about every area we just mentioned above, but they need to get a sense of the current status, what's going well, and what needs to be optimized. 

4. Select the right data sources

In order to provide the needed insights required by all the players we mentioned above, you need to collect the right data. CRM analysis can be done with the help of various internal and external sources that can be merged all together with the assistance of modern technologies such as data connectors. Some of these sources include: 

  • Referral sources: This will let you understand where new customers learn about your offerings. Referrals can come from Facebook ads, an email, or Instagram posts, just to name a few. 
  • Past purchases: By looking at past purchases you can find various behavioral patterns in your target clients and use them to generate targeted experiences. 
  • Phone calls: Many businesses reach out to potential clients via phone calls. This level of intelligence will tell you how many times a sales rep needs to call a lead that is likely to convert as well as find improvement opportunities to make it happen successfully. 
  • Marketing data: This can include social media as well as web analytics. It's the insights that will help you optimize your marketing efforts by understanding what old and potential clients alike. This will help you offer personalized interactions. 

These are just a few CRM database examples that you can use to generate reports. An important note here is to use automation tools that will handle the data so that it can be prepared for analysis. These tools will make sure any incorrect information is handled properly so it won’t interfere with the analysis. 

5. Work through your narrative

You may remember us mentioning data storytelling earlier. The human brain responds best to storytelling, and the best CRM reporting tools offer plenty of scopes to tell tales with your data.

A robust CRM dashboard template will allow you to customize your visualizations and design format to your audience’s aims, goals, and preferences. And if you focus on doing so in a way that will walk your users through a compelling, easy-to-follow narrative, you will squeeze every last drop of value from your customer relationship management metrics.

Our practical guide to data visualization techniques will tell you everything you need to know about creating effective messages with your CRM dashboard sample data.

6. Design for dashboard success

Whether you’re looking at consumer management dashboards and reports, every CRM dashboard template you use should be optimal in terms of design.

When we say “optimal design,” we don’t mean cramming piles of information into one space or being overly experimental with colors. No, we mean developing a logical format based on proven dashboard design principles.

When designing a sales CRM dashboard - or any other form of customer relationship report - you should keep your core objectives in mind, working methodically to paint a picture that is accessible to every user at a glance.

To help navigate your dashboard design efforts, here are some best practices for success:

  1. Ensure your visuals and insights are arranged in a way that is both logical and scannable. Put yourself in the shoes of the universal user and arrange your CRM business dashboard in a way that makes it as easy as possible to extract information and take action.
  2. Don’t use more than three colors on any of your CRM dashboard samples, as this will only overwhelm the eye and detract from the information on the page.
  3. When it comes to CRM report examples, use a balanced mix of historical, predictive, and real-time insights on page to offer value. Bias towards one specific set of metrics will make your dashboards appear shallow and hinder the overall design.
  4. Use white space where you can and double up your margins if possible.

For a full rundown of dashboard design tips and more, explore our full guide on how to create a dashboard.

 7. Explore different types of CRM reports 

There are several areas in which your business can benefit from smart CRM reports. Let’s take a quick look at the six primary types of CRM reports available in today’s fast-paced, hyper-connected business world.

  • Profitability & revenue reports: A dashboard-based tool that offers a detailed breakdown of sales KPIs such as your primary sources of income on a consumer level. Tracking this type of report will give you a clear indication of where you should focus your sales and marketing efforts.
  • Pipeline reports: These types are particularly effective as they will help you track your leads as they progress through your sales pipeline.  Working with pipeline reporting will empower you to streamline your sales processes while enhancing your customer communications.
  • Sales conversion reports: This branch of CRM is essential to sales and marketing teams across industries as it breaks down your conversion metrics to offer an insight into your lead sources as well as the quality of your leads or prospects.
  • Sales cycle CRM reports: These tools are effective as they provide all of the visual data you need to optimize your sales cycle at every stage and touchpoint for maximum efficiency and ROI.
  • Goal benchmarking reports: Goal-centric CRM-style reporting tools provide a detailed snapshot of how various strategies and activities are performing in conjunction with predetermined benchmarks - offering essential insights designed to spot organizational strengths and weaknesses.
  • Marketing ROI reports: A vital tool for marketing BI analytics. ROI-based reports provide a deep-dive insight into how effective your promotional activities are while offering a clear breakdown of revenue sources according to channel or campaign. 

8. Benefit from predictions 

Predictive analytics is a technology that provides accurate forecasting of future performance by analyzing current and historical data. This allows employees to prepare for possible outcomes and take advantage of any potential opportunities. For all of these reasons, including forecasts in your CRM dashboards is a must. For instance, financial forecasting allows companies to predict future revenues and expenses. On the other hand, sales forecasting can assist the sales team predict future revenue growth and adjust their funnel estimates based on lead confidence. We will see this feature in practice with one of our CRM templates below. 

9. Educate, inspire, empower

When investing in data analytics tools, many businesses overlook the importance of informational accessibility. Even the best CRM dashboards will only do so much if a small handful of people within the organization are using them.

That said, when you’re setting up a CRM dashboard, you should always consider how various people within customer service, sales, and marketing can benefit.

By giving the right permissions to the right people and running role-specific workshops on how to get the best from the CRM report in question, you will maximize the value of your reporting tools. In turn, you will accelerate the growth of your business.

10. Test, tweak, evolve

If you’ve examined a varied mix of CRM report samples and CRM dashboard examples and followed all of our customer relationships report-building advice, it’s likely that you’re reaping all of the benefits of  CRM reporting

However, we live in a digital age, where tools, technology, and outlooks are changing constantly. When asking yourself the question “What is CRM reporting?”, it’s always important to remember that the answer lies in continual evolution.

While your reports may offer all the benefits of a CRM report today, they could prove far less effective next year. The point is, that your CRM activities should remain active at all times.

Take the time to analyze, explore, test your CRM reports samples, and ask for regular feedback. Doing so will ensure you make tweaks, edits, and upgrades that will offer you the very best insights into an ever-evolving, cutthroat commercial landscape.

Your Chance: Want to build professional CRM reports & dashboards?
Explore our modern dashboard software for 14 days, completely free!

Real-world CRM Dashboard Examples

Now that you understand the key elements of creating successful CRM reports, we’re going to look at four cutting-edge CRM dashboard examples.

CRMs are more than customer service monitoring tools alone. By using the right data dashboard for your specific goals, aims, and needs, you will get a panoramic view of your sales, marketing, customer service, HR, finance, and procurement departments. In turn, you will gain a deep-dive insight into how your entire organization works cohesively to benefit your customers.

These are the main areas of the business that can benefit from a robust CRM KPI dashboard. While offering operational as well as behavioral insight into a wealth of different customer-facing departments and functions, it’s also possible to split CRM analytics into operational, analytical, and strategic, depending on what you’re trying to achieve with your dashboard.

To put these ideas into perspective, let’s look at our four real-world CRM analytics examples generated with a modern dashboard creator:

CRM KPI Dashboard

A CRM report example showing the average contract value, sales activity, follow up contact rate, top 5 deals, etc.

**click to enlarge**

Primary KPIs:

  • Lead Response Time
  • Follow-Up Contact Rate
  • Sales Activity
  • Average Contract Value
  • Average Sales Cycle Length

Our first CRM dashboard example is armed with a perfect storm of KPIs - visual metrics designed to improve prospect lead times, follow-up response rates, sales cycle lengths, contract values, and core sales activities. 

Presented in a balanced and logical format, sales reps and managers can make swift decisions to engage prospects across channels while developing strategies to boost conversions, drive down operational inefficiencies, and ultimately, boost revenue.

By adding this CRM dashboard template to the mix, you will optimize your sales, and, in turn, your customer service as well as marketing departments for ongoing growth, evolution, and success.

CMO Dashboard

An CRM dashboard example showcasing high-level CMO marketing KPIs such as cost per lead, MQL, SQL, and cost per customer

**click to enlarge**

Primary KPIs:

  • Sales Target & Growth
  • Website-Traffic-to-Lead Ratio
  • Cost per Lead
  • Lead-to-MQL Ratio
  • MQL-to-SQL Ratio

Our next CRM dashboard is a perfect use-case example for B2B SaaS businesses for which good CRM management is especially important. The CMO dashboard is equipped with a solid mix of high-level metrics suited for busy chief marketing officers looking to make a real impact.

A demanding role that requires an endless amount of organizational juggling, there is little time for CMOs to research and analyze low-level information and insights. Designed to streamline the decision-making process while facilitating innovative growth strategies, this cutting-edge CRM dashboard template will offer a healthy return on marketing investment (ROMI) while enhancing your customer-facing communications.

Moreover, with advanced KPIs including the cost per lead, per MQL, per SQL, and per customer, all based on a target, you will be able to reduce unnecessary costs while providing the value of your various strategies and initiatives.

CRM Opportunity Dashboard

A CRM dashboard example showcasing sales opportunities metrics

**click to enlarge**

Primary KPIs:

  • Number of Sales Opportunities
  • Sales Opportunity Score
  • Average Purchase Value

As you no doubt know, sales and customer service are intertwined. By improving your approach to sales and consumer marketing, you will strengthen your frontline service - and this CRM dashboard template will allow you to do just that.

Our CRM Opportunity dashboard is built to give your sales reps the power to hone in on emerging leads and take the right course of action. KPIs including sales opportunity score, number of sales opportunities, and average purchase value work harmoniously to form a tapestry of visual information that not only helps prioritize sales opportunities but guides users towards the strategy or touchpoint they should focus on to close more sales.

By getting your timing, strategy, and communications just right, you will manage your customer relationships more effectively, which will lead to increased revenue and a better bottom line. This CRM report example will get you there.

CRM Pipeline Dashboard 

A CRM dashboard as an example of a pipeline report with metrics on sales performance on each funnel stage

**click to enlarge**

Primary KPIs:

  • Annual Contractual Value (ACV)
  • Open Pipeline Value
  • Open Pipeline by Product Package
  • Pipeline Value Forecast

Our next CRM report sample is a sales pipeline dashboard. A pipeline overview is arguably one of the most important elements that any customer relationship management dashboard should include. In this case, we see a complex open funnel ideal for a B2B business. We say it is complex as it has various stages and, instead of showing the number of potential clients at each stage, it outlines the monetary value of converting each of them. Paired with this information, the open funnel is then broken down by product package, meaning the value of potential customers interested in each package. The insights extracted from here can tell the sales team where to focus their efforts. 

The bottom portion of the dashboard provides again information about the open pipeline for the past 12 months with a 3-month forecast at the end. As mentioned before in the post, forecasting is fundamental when it comes to successful CRM analysis as it allows you to prepare in advance for any trends that might come. Finally, we get a chart displaying the top 5 sales opportunities with insights into the best and worst-case scenarios, probability of closing the deal, sales stage, and rep in charge. The probability score is based on which stage the deal is at, the lowest they are in the funnel, the most likely they are to convert.

Marketing CRM Dashboard

Marketing CRM report for management, with main KPIs about costs and revenue

**click to enlarge**

Primary KPIs:

  • Cost per Acquisition (CPA)
  • Opportunity-To-Win Ratio
  • Return on Investment (ROI)

This CRM marketing dashboard template drills down into pivotal cost and revenue insights related to various promotional campaigns and activities.

The clean and logical format of this CRM template means that marketers and senior executives can extract invaluable insights even under pressure. With KPIs including total revenue, overall marketing spend, profits, lead metrics, and ROI statistics, you have everything you need to earn positive results across channels. In addition to viewing fiscal data, it’s possible to track exactly how many leads and acquisitions you have in the pipeline in real-time.

This is the perfect tool for presenting insights to senior decision-makers, marketing team members, and key investors. You can get straight to the bottom line to gain the buy-in required to implement marketing strategies. To get the green light to roll out initiatives that will drive the business forward, you need to make your most valuable marketing metrics accessible—and this analytical tool will help you do just that.

Your Chance: Want to build professional CRM reports & dashboards?
Explore our modern dashboard software for 14 days, completely free!

CRM Metrics & KPIs Examples

Now that you’re up to speed with the key concepts and functions of a modern CRM dashboard, we’re going to explore an eclectic mix of CRM success metrics. From customer loyalty metrics to lead conversion visualizations, let’s dig deeper by working through essential CRM KPIs.

1. Customer Lifetime Value (CLV)

the Customer Lifetime Value is a CRM KPI that represents the amount of money you would like/forecast to make on the period of time that your relationship lasts with that customer.

First up, we’re going to look at this highly-visual customer lifetime value (CLV) KPI. This essential CRM reporting metric will give you a clear-cut gauge of how much you will profit from customers during the course of your relationship. Presented in a digestible bar chart format, this metric will play an essential role in any CRM KPI dashboard, particularly as it serves up trend-based insights over a set timeframe.

By gaining a panoramic overview of essential CLV trends, you can pinpoint exactly where you need to make changes to extract more value from your customer relationships and ultimately, drive more profit to the business. Whether it's improving your communications across particular channels, improving your lead nurturing activities, or taking greater advantage of seasonal marketing campaigns, you will know exactly what to do to keep your customers spending.

2. Customer Churn

Customer churn rate is one of sales graphs focused on the number of customers that stopped using a specific service or product, expressed over a set period, and with the amount of lost revenue

An essential component of any modern CRM dashboard, this customer churn rate KPI offers a dynamic appraisal of how well you retain your consumers. Customer churn is vital to your company’s ongoing success because it means you’ll benefit from increased loyalty and a steady flow of recurring revenue.

Typically, keeping customers long-term is more cost-effective than continually acquiring new ones. By keeping a keen eye on your churn rate, you’ll be able to develop targeted initiatives to keep more customers over a set timeframe. This CRM metric will help you set actionable benchmarks while pinpointing exactly where, why, and how you’re losing your customers to inform your consumer-facing strategies.

3. Customer Retention

Customer retention helps you evaluate the success of your CRM efforts

Visual KPIs are a critical element of effective CRM dashboard design—and this metric is a testament to that very notion. As mentioned, retaining customers is cheaper than closing new ones, and armed with a solid benchmark, you can keep your loyalty rates at a consistent high.

Split into two visual components, this metric will help you plot out your customer retention rates over a specific period and hone in on any trends or patterns that are having a negative impact on your ability to attract repeat business. Use customer retention KPIs as a key part of your customer relationship analysis and you will make your business more scalable, sustainable, and profitable.

4. Net Promoter Score (NPS)

Net promoter score as a CRM report KPI example

Your NPS is vital to maintaining an excellent customer experience while maintaining or even improving your brand reputation. Net promoter scores are a clear indication of how people perceive your business based on whether they’re a promoter or a detractor.

If your consumers are happy with the experience you offer, they are far more likely to refer your business’s products and services to their peers. This dynamic NPS metric will give you the tools to understand how well you are doing in terms of sales, marketing, and service. Keeping regular tabs on your NPS will give your consumer-facing strategies the direction they need to succeed.

This most powerful of CRM metrics examples is also useful for implementing diverse success initiatives like customer segmentation and personalized marketing communications. You can also link your NPS to your ongoing growth or profits, making it an invaluable KPI for senior decision-makers, board members, investors, and service staff alike.

5. Customer Acquisition Costs (CAC)

The Customer Acquisition Costs are all the costs involved in the process of turning a prospect into a client. Keeping them as low as possible is a best practice to have

Any well-crafted marketing CRM dashboard should include a highly-visual customer churn metric. This particular KPI offers a dynamic representation of your CAC for the month while offering a panoramic view of your acquisition rates throughout the year.

Niche or industry aside, monitoring your CAC frequently will give you the tools to drill down into any fluctuations that appear abnormal. If you notice, for instance, that your acquisition costs rise just after the holiday season, you can take targeted measures to realign your ad budget or promotional strategy to reduce outgoings while improving ROI.

If you’re a SaaS business especially, recovering your CAC within a year of subscription will help ensure you maintain your financial health and fluidity. Tracking this metric in unison with your CLV (which you want to boost) will keep your business on track for ongoing commercial growth.

6. Average Sales Cycle Length

CRM metrics examples: average sales cycle length

Regardless of what products or services you’re selling, it’s important to set up an individual sales cycle for each and every one. Typically, a solid sales cycle is split into three or four definitive stages and this highly-digestible KPI breaks each key phase down visually.

Not only will you receive a dynamic overview of your general sales cycle length, as well as if it’s increased or decreased on a rolling basis, but you can also analyze exactly how long each phase takes from spotting a new lead or opportunity to closing. Armed with the ability to drill down into each stage of the sales funnel, you can create maximum cohesion and efficiency across the board while helping you secure new customers, partnerships, or deals more quickly.

7. Lead Conversion Ratio

Lead conversion rate as a CRM KPI example

This visually striking sales CRM dashboard will tell you how many leads it takes on average to secure a new deal.

By tracking this dynamic metric, you can gain an accurate gauge of your lead conversion ratio and your lead conversion rate in tandem. Here you can also view lead conversion or success percentages according to individual sales or marketing reps. Working with this melting pot of information, you can provide tailored training or support to optimize performance while drilling down into strategies to consistently improve your conversion rates.

Making this an integral part of your CRM analytics dashboard will ultimately empower you to objectively assess the quality of your leads while turning more prospective opportunities into satisfied paying customers. Doing so regularly will skyrocket the commercial business of your organization while optimizing performance across departments.

8. Opportunity-To-Win Ratio

The Opportunity to Win ratio is a CRM KPI displaying the efficiency of your sales representative at closing a deal

Rounding out our rundown of CRM system dashboard metrics is a ratio that’s centered around transforming qualified leads into bonafide deals.

Segmented into individual sales rep performance, as well as overall opportunity-to-win percentage and ratio trends over a 10-week period, this visual helps you seize every quality opportunity that comes your way. The fluid design of this CRM makes it easy to extract actionable insights at a glance while revealing how many leads it takes to secure a sale or deal.

The aim here is to keep your ratios high, as this means your sales reps are proving particularly effective toward the latter phase of the sales funnel. By tracking key trends and patterns over time, you can provide targeted training to individual sales reps with the aim of boosting everyone’s opportunity-to-win strategy and ultimately, closing more quality leads that will push you ahead of your competitors.

What Should Be Included In A CRM Report?

So far, we’ve mentioned a list of templates, benefits, and key steps to follow in order to achieve a successful CRM reporting process. While you might have a clear understanding of it by this point, we can’t finish this post without summing up the key elements that should be included in any CRM report worth it's salt. 

  • Sales Pipeline: A CRM report should provide a detailed overview of the progress of all current deals and the stages in which they currently lie. It should provide insights into deals in progress, urgent ones that need to be closed promptly, and even the ones that didn’t work so the team can learn from them.  
  • General and individual sales rep performance: Depending on the size of the company, your sales team will go through various calls, emails, or general communications with potential customers on a daily basis. In order to make the most of this process, it is necessary to track general and individual performance. This will allow you to identify weak points to improve and ensure your leads turn into clients. 
  • Marketing performance: Your promotional efforts will directly influence the number of prospective clients the organization gets. For this reason, including an overview of marketing performance in your reports is fundamental for understanding what is working and what could be improved to ensure the company is receiving a fair ROI from its marketing efforts. 
  • KPIs: Arguably the most important component, KPIs allow you to measure your progress towards general business goals. They allow you to pinpoint the most important areas to focus on to avoid wasting time shooting in the dark. As mentioned, CRM encompasses various areas such as sales, marketing, and customer support, and a good report should provide KPIs that attain them. 
  • Interactive features: While this is not a particular section like the ones we just mentioned, it is a fundamental feature that will allow users to extract the maximum potential out of the data. Interactive dashboard features allow you to navigate your reports with the use of filters. This way, you can find the answers to critical questions without the need to switch from one dashboard to the other, you get everything you need in a centralized location. 

Your Chance: Want to build professional CRM reports & dashboards?
Explore our modern dashboard software for 14 days, completely free!

Final Thoughts on CRM Reports

We’ve answered the question, “What is a CRM report?”, delved deeper into CRM dashboard examples, and run through how to create your own customer-centric reports. One thing is clear: data-driven dashboard analytics is the path to consumer-driven success.

If you’re looking to streamline your customer-centric processes, deliver a razor-sharp service that meets your audiences’ exact needs, and become truly innovative, CRM reporting tools are the way forward - there’s no competition.

By focusing on your customers and delivering invaluable campaigns, communications, and services aimed at the direct needs of your audience, you will get an all-important edge over the competition. Additionally, if you want to drill down deeper into your sales data, read our definitive guide on salesforce reporting.

Now it's your turn to embrace the power of data-driven dashboards by taking advantage of our 14-day free trial, completely free.